ISO 20252:2019

INTERNATIONAL ISO
STANDARD 20252
Third edition
2019-02
Market, opinion and social research,
including insights and data
analytics — Vocabulary and service
requirements
Études de marché, études sociales et d'opinion, y compris insights et
analytique de données — Vocabulaire et exigences de service
Reference number
©
ISO 2019
© ISO 2019
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ii © ISO 2019 – All rights reserved

Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Core requirements for market, opinion and social research .12
4.1 Core framework .12
4.1.1 Statement of applicability .12
4.1.2 Confidentiality of research .14
4.1.3 Documentation and records management .16
4.2 Personnel and infrastructure responsibilities .17
4.2.1 Personnel and organisational responsibilities .17
4.2.2 Personnel — Performance management .17
4.3 Information security .17
4.3.1 Information security risk framework .17
4.3.2 Information handling .18
4.3.3 Information security controls.18
4.3.4 Information security training and awareness .18
4.4 Subcontracting services .18
4.4.1 General.18
4.4.2 Subcontracted project work .19
4.5 Planning, deli very and reporting on projects and research work .19
4.5.1 General.19
4.5.2 Client relationship management .19
4.5.3 Project, work requests or other responses to offer services .21
4.5.4 Providing deliverables to the client .23
4.6 Management r eview and improvement .24
4.6.1 Input .24
4.6.2 Output .25
4.7 Internal audits .25
4.8 Leg al requirements .25
Annex A (normative) Sampling including access panels .26
Annex B (normative) Fieldwork .39
Annex C (normative) Physical observation .48
Annex D (normative) Digital observation .50
Annex E (normative) Self completion .56
Annex F (normative) Data management and processing .60
Bibliography .66
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular, the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
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on the ISO list of patent declarations received (see www .iso .org/patents).
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expressions related to conformity assessment, as well as information about ISO's adherence to the
World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see www .iso
.org/iso/foreword .html.
This document was prepared by Technical Committee ISO/TC 225, Market, opinion and social research.
This third edition cancels and replaces the second edition (ISO 20252:2012), which has been technically
revised, and ISO 26362:2009 whose technical content has been included in this document. The main
changes to the previous edition are as follows:
— the document has been completely restructured, with a core clause (Clause 4) applicable to all
service providers, regardless of methodologies provided, and six separate annexes (Annexes A to F),
each covering requirements relating to one of the globally-recognized research methodologies;
— Clause 3 has been updated;
— technical content has been updated to reflect new or modified research practices and new
content has been added to Annex A and Annex D.
Any feedback or questions on this document should be directed to the user’s national standards body. A
complete listing of these bodies can be found at www .iso .org/members .html.
iv © ISO 2019 – All rights reserved

Introduction
The principal objective of international standardization within the market, opinion and social research
(henceforth referred to as “research”) is the facilitation of global and consistent industry standards
applicable to different national and regional markets. The intent of this document is to follow a structure
to ensure that its implementation leads to continual improvement of research and to harmonize other
national standards and industry codes already available.
With the emergence and general acceptance of online samples for market, opinion and social research,
a primary source of online samples, online access panels, have evolved in their use and have been
augmented with other online sample sources. ISO 26362:2009 has been withdrawn and incorporated
into this document which now covers access panels, both online and offline.
The research business core framework is established and documented as Clause 4 of this document.
The normative annexes provide the specific framework for various globally recognized research
methodologies. The service provider can align their practices to the requirements as stated within each
annex in order to attest conformity to the particular research methodology or functions.
The intent is to apply the requirements specified in Clause 4 as the mandatory framework for any
attestation by a service provider conforming with this document, supported by at least one annex. The
structure and scope of this document does not permit any attestation to this document without also
meeting the requirements of at least one annex.
Regardless of whether a business undertakes research activities as an in-house or outsourced
function, the service provider is ultimately responsible for ensuring that research activities meet
the requirements of this document. Therefore, the scope and boundaries of the applicable disciplines
need to be reflected in the statement of applicability (SoA), including the annexes with management
processes in place to ensure the requirements of this document are met.
Any claim of attestation will state clearly and unambiguously which annexes conform with this
document. The long-term aim is that businesses will attest the majority, if not all, of their research
activities to this document.
INTERNATIONAL STANDARD ISO 20252:2019(E)
Market, opinion and social research, including insights and
data analytics — Vocabulary and service requirements
1 Scope
This document establishes terms, definitions and service requirements for service providers conducting
market, opinion and social research, including insights and data analytics (hereinafter referred to as
“service providers”).
Non-market research activities, such as direct marketing, are outside the scope of this document.
2 Normative references
There are no normative references in this document.
3 Terms and definitions
For the purposes of this document, the following terms and definitions apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https: //www .iso .org/obp
— IEC Electropedia: available at http: //www .electropedia .org/
3.1
access panel
sample (3.86) database of potential participants (3.64) who declare that they will cooperate for future
data collection if selected
Note 1 to entry: This does not include continuously reporting panels (e.g. TV-rating panels) or re-contact
databases (asking for permission for follow-ups).
3.2
accuracy
degree of closeness between the estimate and the agreed parameter value
3.3
active panel member
panel member (3.61) who, within the last 12 months, has participated in at least one research study if
requested, updated their
...